Consumer Behavior

Does Anthropomorphic Language Make Virtual Influencers More Relatable?: The Interplay of Anthropomorphic Cues and Identity Disclosure on Emotional Contagion

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Abstract

This study examines how virtual influencers (VIs) shape consumer responses through anthropomorphic language and identity transparency. As AI-driven VIs become more common, understanding how consumers emotionally connect with them is increasingly important. Drawing on research in anthropomorphism and emotional contagion, the study proposes that human-like language enhances emotional engagement, especially when a VI clearly discloses its artificial identity, reducing potential discomfort. Emotional contagion is expected to strengthen trust, brand attitudes, and purchase intention. A 2×2 experiment manipulating anthropomorphic language (high vs. low) and identity disclosure (disclosed vs. undisclosed) was conducted using an Instagram post from a VI promoting a fictitious brand. Results showed that anthropomorphic language increased emotional contagion only when the VI's identity was transparent. Emotional contagion also boosted VI trust, brand attitudes, and purchase intention, with trust acting as a key mediator. Findings underscore the importance of balancing human-like communication and transparency to build trust and enhance VI marketing effectiveness.

Keywords: Virtual Influencer, Anthropomorphism, Identify Disclosure, Emotional Contagion

How to Cite:

Lim, R. E. & PARK, H., (2025) “Does Anthropomorphic Language Make Virtual Influencers More Relatable?: The Interplay of Anthropomorphic Cues and Identity Disclosure on Emotional Contagion”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21467